People
The competition in the future is the competition for the lifetime value of users. Brand building is a way for enterprises to share value with consumers, resonate with content and spread resonance. The success of a brand depends on whether consumers buy it. It’s up to the user to determine whether the evaluation is valuable. The biggest concern is Generation Z.
Generation Z was born from 1995 to 2009(Francis & Hoefel ,2018). They prefer to play with “new and exotic” products, rely on social media for shopping, and their consumption decisions are influenced by “creativity” and “quality”. They have distinct personalities, focus on experience, and are willing to pursue experiments and new things. As a positive, optimistic and responsible generation, Gen Z is the most individualistic and most concerned about the development of the earth and the environment(Dillon,2018).
Appealing to Gen Z consumers can be done in the following ways. First of all，consider speed and efficiency，because Gen Z has short attention span means that if the same AD is repeatedly targeted at the same user, it will make them more indifferent to your product and brand. Secondly, the brand also advocates for social change, and the brand’s stance and attitude towards various social, gender and environmental issues that Gen Z cares about very much. Gen Z prefers brands that are inspiring and not afraid to engage on issues affecting society. Third, pay attention to the dissemination of social media user-generated content (UGC) on the platform, such as KOL, KOC marketing.
Gen Z users have a certain rebellious streak and will prefer fashion brands that express their opinions. As an example. Karl Lagerfeld, the fashion king who dominated Chanel for decades, has not been shy about his distaste for fat on many occasions. Chanel’s new artistic director Virginie Viard has taken the historic step of inviting plus-size models onto the stage for her autumn/winter 2020 show. One of them is Jill Kortleve, 26, a size 40 model. The move reflected Chanel’s attitude towards feminism and expressed his fashion stance.
With the development of the fashion industry, some people believe that the two most important factors for the success of fashion brands are: digital skills and critical thinking. Today’s future is an era of digital transformation. Digital has brought major changes to the fashion industry, especially in the wake of the pandemic in 2020, with some brands opting for digital-only shows, including the all-digital shows of Seijia Paris and Hanifa. Critical thinking is key to supporting brand diversity because it aligns with Gen Z’s universal values and allows for ongoing communication with Gen Z users.
Fig.1
Reference list：
Francis, T., & Hoefel, F. (2018). True Gen’: Generation Z and its implications for companies. McKinsey & Company, 12.（Accessed：16 October 2022）.
Dillon, S. (2018). The fundamentals of fashion management. Bloomsbury Publishing.（Accessed：16 October 2022）.
Vogue（2020）.“Being The Right Fit For A Brand Is Not About Your Size”: Model Jill Kortleve On Becoming The Toast Of The AW20 Runways .Available at：https://www.vogue.co.uk/fashion/article/jill-kortleve（Accessed on 16 October 2022）.